Facebook Integrity Projects

Ensure trustworthy connections between

people and businesses

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Goal: Improve transparency of Facebook business products, guide good advertisers to deliver high-quality ads, overhaul the internal policy review tools and system. 

Role: Product designer of advertiser experience, consumer experience and policy review tool. I worked on multiple different projects and tackled integrity problems from three perspectives: Facebook platform advertisers, Facebook app consumers, and internal policy reviewers. I proactively collaborated with multiple cross-functional teams, led end-to-end design, and launched several impactful features across mobile and desktop.

 

Projects

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People Problem

When Facebook advertisers boost their posts to a broader audience, we do real-time policy check on the content by machine learning models. If we find out any policy violations, the system will send out a warning message, so advertisers understand there are problems with their posts/ads.

However, the previous mobile warning message was inline and not always visible. Besides, there was no clear information or actionable next step for them to fix problems.

Previous Experience

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Product Goal

Business goal: reduce regrettable rejects, which will increase ads revenue

User goal: set clear expectations, get more approved ads through boosting posts

Design goal: guide users to understand policies, and fix problems during ad creation

 

Design Solution

The new design provides a lightweight warning message, and gives a clear action for the next step. Besides, we added a new policy landing page to explain policy with relevant examples. The new design guides users to understand the policy, fix the problem and complete the task of boosting a post on time.

 

New Experience

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Policy Landing Page

With this new policy landing page, we have a chance to give clear guidance and more context about the advertising policy, help advertisers understand the problem and fix the problem.

 
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Result

One month after the design was fully launched, the testing group showed 20% fewer ads rejections compared to the control group. The new design makes a big difference on an end-to-end experience, which significantly improves users' policy experience, and helps small and medium business owners promote their business easier through Facebook app.

 

Process

User Centered Design Process

We started from filling out a design questionnaire between Design team and PM, and exploring open questions with cross-functional partners. During the process to develop a Design Brief, we got everyone aligned on product basics, goals, timeline and constraints.

My content strategist and I worked closely to hold a One-Day Design Sprint for ideation and collaboration. We practiced How Might We together and drew several rounds of sketches to find the potential solution.

After design exploration and prototyping completed, we conducted Usability Tests in New York with 15+ business owners who had bad experience before. The new design got very positive feedback. We finalized the design based on their feedback.

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One-Day Design Sprint

Starting from an impossible mission, my design partner Tyler worked with me to run a one-day design sprint for this project. We prepared a design brief before the sprint and aligned research early, so we can utilize the limited time on divergent and convergent thinking with cross-functional team members. Since we didn’t have time to prototype, I shared several interactive options after the sprint and gathered feedback with sprint notes and sketches. All the communications are so much easier because of the sprint we did together.

The whole team worked closely and efficiently during design and development. Many ideas from the sprint eventually became key projects in our next roadmap. My partner and I summarized a schedule to use the one day best, and practiced it in other projects. We also tried different places to have the sprint, like a beautiful private house or a modern WeWork area. We sketched together no matter what our roles are. In our one-day sprint, everyone is a designer!

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Ad Archive

Background & My Role 

To deliver better ad transparency to Facebook users, we launched the Ad Archive in the U.S. in May 2018, and expand it to many other countries after that. We gave the public access to all the ads related to politics or issues of national importance, both active and inactive. Learn more about it from Facebook Newsroom. Read news in the press here.

I worked with two other designers on this project in a very tight timeline. We delivered desktop version first, and I was focusing on mobile experience, including all the ad formats, searching and filters, the experience between Facebook app and the Ad Archive, etc. 

 

Mobile Design

From Newsfeed to Ad Archive

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Land on Ad Archive homepage and search directly

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Ad formats

I defined 17+ new ad formats for Ad Archive on mobile, including visuals, interactions and very detailed specs. I helped engineers implement the design in a very tight timeline, without sacrificing product quality. 

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Impact

The Ad Archive was launched nationally on time, and we keep working on it to expand it to more countries. The public gets access to this searchable database easily on the desktop or through their newsfeed. We delivered the public transparency promise on time and set an industry standard. 

 

Integrity Tools

Besides all the work for advertisers and consumers, I also designed integrity tools for policy reviewers. Our goal is to help reviewers efficiently and confidently review Facebook ads, and keep users safe from bad ads. I worked with a highly collaborative team to tackle different types of challenges, including defining team roadmap and metrics, systematically improving review procedure and process, overhauling user experience of several key components and interfaces. All the review tools works are internal and confidential. If you are interested in this topic, drop me a line and I would like to chat!